Rebranding Teletalk for Brandwitz Round 3 by Team Campeones.

1. REBRANDING Teletalk
TEAM CAMPEONES
Brandwitz
Round 3

2. Teletalk’s rebranding
has failed.

3. 1.8%
1.4%
1.7%
2.5%
3.1%
3.2%
3.3%
3.1%
3.2%
3.3%
3.3%
3.4%
3.4%
3.4%
2.5%
2.5%
Market share
declined by 27.8%
and customer base
reduced by 34%
within just one
month!

4. Problem Identification

5. KEY BOTTLENECKS
Lack of streamlined Brand
traction across social media
touch points
?

6. KEY BOTTLENECKS
Lack of Customer Service
Excellence leading to Brand
Dissonance
?

7. KEY BOTTLENECKS
Lack of Market Coverage across
Urban & Rural Outlets
?

8. KEY BOTTLENECKS
Product Offers are smartly
customized but not properly
communicated
?

9. Core problem
Lack of any unique
recognizable, differentiating
brand personality
Esteemed,
Reliable
Patriotic & Relatable
Confusing. Youthful? Patriotic?
Youthfulness & Cheap
Value for Money & Vibrant
?

10. Situation & background analysis

11. THE OPPORTUNITIES

12. THE OPPORTUNITIES: VOICE
• The actual penetration is around 51%
where total penetration rate is more
than 75%.
• Overall rural penetration is quite low.
• Increasing per capita income leading
to more disposable income and
purchasing power.
• One of the lowest call rates in the
world leading to more consumption.

13. THE OPPORTUNITIES: Data
• Decline in device pricing is driving
affordability
• Early stage at data market with low
pc penetration with higher
contribution from small screen
devices.
295
280
230
150
60
403%
7%
17%
22%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014 2015
Smartphone Price (USD) and
Penetration (%)
Series 1 Series 2Price Penetration

14. THE OPPORTUNITIES: Data
21%
28%
43%
51%
3%
5%
8%
10%
0%
2%
4%
6%
8%
10%
12%
0%
10%
20%
30%
40%
50%
60%
2013 2014 2015 2016
GP Data Penetration and Revenue Contribution
Data penetration revenue contribution
126 360
630
882
0.31
0.12
0.10 0.08
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0
100
200
300
400
500
600
700
800
900
1000
2013 2014 2015 2016
MB Usage vs Cost
MB Usage Per User Per MB Cost (BDT)
• Mobile-data usage has been skyrocketing post 3G launching.
• Data ecosystem evolving fast with increasing smartphone penetration.
• A favorable youth demographic.
GP data used as a proxy indicator as it is the only company listed in DSE

15. THE OPPORTUNITIES
Industry wide VAS concentration
is
Focused on entertainment, M4D
services still untapped.

16. RECOMMENDATIONS

17. THE BIG
IDEA

18. THE BIG IDEA
To rebrand Teletalk as:
With telecommunication services at its core, fostering a spirit of progress
and offer mobile, specially data, services that aid in
tangible development in both personal and collective aspects.
একসাথে … আগামীর পথে
Logo
Tagline
Color scheme

19. Objective
To establish a unique brand identity by making Teletalk
synonymous with progress and future.

20. And these needs can be
fulfilled through mobile
internet and other value
added services
Under-served
Individuals who have
needs for personal and
professional
development
Target Group Profile: Needs based

21. Plan of action

22. Fixing the Overall Product
Establishing solid presence in social media –
Having a verified official page, active through
boosted posts and tracking and response to
queries.
Expanding and improving the Network Quality
Tk. 700 crore investment already
underway as per state minister for posts
and telecommunications.
Increasing the quality of service at Customer Touchpoints
Improving service delivery at Customer Service
Centers and Customer Hotlines by Providing proper
Training and Development
Improving Product Distribution and Visibility –
Ensuring adequate availability of Teletalk
Recharge Cards and other products in the
retail outlets.

23. Pre campaign activities
Development of Apps: App 1
আথ ার পথে

24. Pre campaign activities
Development of Apps: : App 1
আথ ার পথে

25. Pre campaign activities
Development of Apps: : App 1
আথ ার পথে

26. Pre campaign activities
Development of Apps: App 2
Teletalk Edu

27. Pre campaign activities
Development of Apps: App 2
Teletalk Edu

28. Pre campaign activities
Development of Apps: App 2
Teletalk Edu

29. Integrating current VAs

30. Campaigns

31. App Promoting activities:
TV ads
Billboards
Print media
Radio
BTL activations
Events
M e s s a g e : H o w T e l e t a l k c a n
b e u s e d f o r d e v e l o p m e n t o f
o n e s e l f a n d s o c i e t y
t h r o u g h c h e a p d a t a a n d
V A S

32. People with unmet needs
Needs met with VAS
Farmer seeking knowledge on which pesticide to use
Students looking for scholarships abroad
Unemployed person looking for vocational training
Development
TVC storyboard

33. “আসল ো নিলে
Teletalkিতু ি এক সম্ভোবিো
নিলেলক ও দেশলক গড়োর
এখি পো ো ”
Jingle for Radio by Kumar Bishshojeet

34. “Teletalk আগোমীর উৎসব ”
.
E x c i t i n g
k n o wl e d g e b a s e d
q u i z c o n t e s t s f o r
s c h o o l c h i l d r e n
i n d i f f e r e n t
d i s t r i c t s a c r o s s
B a n g l ad e s h
T h e c h i l d r e n
w i l l h a v e t o
f i n d a n s w e r s
u s i n g t h e
‘ T e l e t a l k
E d u c a t i o n a l
A p p ’ .
P u r p os e :
f a m i l i a r i z i n g t h e
c h i l d r e n w i t h
T e l e t al k ’ s
e d u c at i on al a p p
a n d p r o l i f e r a t e t h e
u s e o f t h i s a p p t o
a i d i n t h e i r
l e a r n i n g a n d
k n o wl e d g e
d e v e l o p me n t .
T e l e t al k s i m
c a r d b o o t h s
t o a t t r ac t
p o t e n t i a l
c u s t ome r s
a n d i n c r e a s e
v i s i b i l i t y

35. Kids Quiz show using Teletalk data
Teletalk Teletalk

36. 01
02
03
04
Connect the nation ’s farmers with experts
from BARI and BRRI to provide them with
expert farming solutions and advices such
as improved soil and crop management.
Promotion:
BTL Activation in different
districts. Groups of farmers
will be connected to a live
studio audience involving
experts from BARI and
BRRI.
Message broadcast - more
such resources accessible
by calling the Hotline.
The experts solve farmers ’
queries.
TV program in collaboration
with Shykh Shiraj ’s ‘Hridoye
Maati O Manush’ sponsored by
Teletalk.
“Teletalk 1515 কৃ নিবন্ধু Hotline”, Collab with BARI and
BRRI”

37. TVC for Hotline

38. Teletalk আল োর পলে
Benefits given:
Recruitment exams preparation
CV writing tips
Career path mapping
Vocational training
Drives traffic to app for extended
resources
Connect the unemployed people to the industry experts
Division wise events

40. 0
G i v i n g a
p l a t f o r m t o
a n d
r e c og n i z i n g
t h e p r o mi s i n g
e n t r e p r e n e u r s
o f t h e n a t i o n .
p o t e n t i a l o f
m a k i n g
s i g n i f i c an t
e c o n o mi c a n d / o r
s o c i a l i m p a c t a t
t h e g r a s s r o o t
l e v e l s .
T w o s e m i - an n u a l
e v e n t s h e l d , b u z z
c r e at i on t h r o u g h
f o r mal a w a r d
g i v i n g .
r e c og n i z e d
t h r o u g h p r i z e -
g i v i n g
H e l p t h e m a t t r a c t
t h e a t t e n t i o n o f
p o t e n t i a l
i n v e s t o r s w h o c a n
s u p p o r t t h e m
t h r o u g h s e e d
f u n d i n g .
“Teletalk আগোমীর উলেযোক্তো ” Initiative

41. Teletalk আগামীর HERO
Social media campaign for
consumer engagement
Ask users to post stories about
people who made a positive
impact through mobile internet
#AgamirHero

42. একসাথে,
আগামীর পথে।
Teletalk
Teletalk আগামীর HERO

43. আগামীর HERO: Print Media exposure
Daily star, prothom alo
To feature these promising
stories and tales of contribution
to development
Inspiring magazines to be used
too

44. Teletalk আগামীর HERO
Top liked and shared heroes will
be shortlisted
Event organized to recognize and
honour these heroes
Improve the PR of Teletalk

45. TV Radio
commercials
Newspape
r
Media Channels:

46. Teletalk SMARTPHONES
Collaboration with Walton to bring
extremely cheap smartphones
into the market
Primary TG will be Bottom of the
Pymarid consumers who can be
benefited by mobile data for
development but doesn’t have the
necessary smartphone to access it

47. Teletalk SMARTPHONES
Teletalk Box app will come pre-
installed into the phone
Basically creating a new market
for the use of Teletalk sim

48. MONITORING, EVALUATION AND
CONTINGENCY PLANNING

49. Adjusting
frequency of
marketing
activities
Evaluating
the present
plan
Analyzing the
feedback
Monitoring and evaluation

50. Monitoring and evaluation
Monitoring the responses to different campaign elements and evaluating
them with respect to set KPI
Number of calls per month
to the Hotline
Call per area, district-wise
Demography of callers
Types of issues raised
Hotlin
e
App download numbers
Most important issues raised
Apps
Number of comments
Number of organic likes
Most active user profiles
Most popular posts
Social Media
Increase in sales of sim
Change in data usage
Direction and trends in VAS usage

51. Contingency Planning
Text

52. Feasibility

53. Feasibility
Collaboration with many organizations
for the development of different VAS
Solution: Since it is a government backed
organization, scope of collaboration is much
wider and larger

54. Feasibility
Too many well established
competitors in the market in the VAS
category e.g WOWbox
Solution: Mainly foucuses on developmental
based services which is rather overlooked as
other players prioritized entertainment

55. Timeline and budget

56. TIMELINE
Activity 1stQtr 2ndQtr 3rdQtr 4thQtr 1stQtr 2ndQtr 3rdQtr 4thQtr
ResearchandDeveopment
Teletalksmartphones
AgamirUddokta
AgamirUtshob
AgamirHero
ATLstrategies
VASpromotion
Year1 Year2

57. BUDGET
All Activities Cost (in BDT)
Apps Development 4,45,20,090
Fixing the Current
Bottlenecks 1,60,05,127
Billboards 4,15,16,146
TVC 2,50,28,012
Newspaper Ads 2,20,35,784
Agricultural Helpline
Initiative 5,92,23,50
Celebrity Endorsement 50,12,318
Social Media 1,12,19,103
Agamir Uthshob 3,10,20,115
Agamir Uddokta 6,30,20,097
Alor Pothe Campaign 5,85,231,04
Miscellaneous 1,25,50,000
Total 33,63,72,246
BTL Expenditure: 60%
ATL and Social Media
Expenditure: 40%
Reach:
Current Market Share: 2.5%
Expected Market Share after 2
years: 5%

58. THANK YOU